InterMedia Insights 8.15.2016

Hot Media Trends for August 15, 2016

The NFL’s Rams return to Los Angeles this fall will be a boon to Univision, whose O&O KMEX has scored the exclusive rights to broadcast the team’s preseason games in Spanish, the network announced. The deal is the first of its kind between Univision’s local media division and the NFL. As part of the three-year agreement, three Rams preseason games starting Aug. 20, as well as shows surrounding the team, will air on KMEX and KFTR, the network’s L.A. UniMás station, the company said. In 2016, preseason games and additional programming will also be simulcast on O&O KABE and KBTF UniMás in Bakersfield, Calif. KCBS, CBS’ L.A. O&O, will broadcast preseason games and programming in English under an agreement announced in June. (Read More on BROADCASTINGCABLE.COM)

Pinterest said Thursday it’s changing the way it sells CPM campaigns, as marketers will now be able to bid on inventory through an auction process. Previously, CPMs — or cost per thousand impressions — were only available on a fixed priced basis. Meanwhile, the company also added that marketers can now add frequency capping, which will allow them to specify the maximum number of times a person can see their campaign. Home Depot, JCPenney and General Mills had been testing the new model prior to today’s rollout, according to Pinterest. It also underscores the overall trend to make social media advertising more performance-based. At the same time, the push to add frequency capping may lure more performance marketers. (Read More on AdAge)

Residential cable revenue is expected to rise 8.6% from $108.4 billion in 2016 to $117.7 billion by 2026, fueled by a slightly improved outlook for the video business and continued growth in broadband, according to an SNL Kagan report. Factoring in additional sales on the commercial side and total cable revenue is expected to rise from $130.57 billion in 2016 to $140.99 billion in 2026, or about 8% over the 10-year period, according to Kagan. (Read More on MultiChannel.com)

At the time big agencies and advertisers were wrapping up their upfront ad deals for the 2016-17 season, near-term demand for national TV advertising time was inching up, according to the most recent monthly data from the RealCost Index, a collaboration of MediaPost and SQAD indexing the average cost of national TV advertising time. In July, the national TV cost index climbed to 121, up nine points from June, which began a typical downward demand cycle heading into the summer months. More significantly, the index rose four points over July 2015, showing some year-over-year momentum. According to historical data, July 2016 generated the highest national TV prices since July 2013, when the index stood at 126. Demand seems to have been relatively strong for both broadcast and cable networks during this period. (Read More on MediaPost)

The toughest challenge facing marketers is measuring or proving return on investment (ROI), says a new study from marketing firm Millward Brown Digital based on input from 300-plus senior U.S. marketers. The study says marketers’ confidence that they are using the right media mix has increased slightly. While the percentage of marketers who said they were confident they had the optimal media mix between traditional and digital grew slightly since last year, the percentage of those expressing doubt grew. A marketing manager for Millward Brown Digital, told Marketing Daily that “cross-platform planning and execution across all touchpoints is the key to achieving next-level marketing ROI.” An SVP of New York media and account management at digital advertising agency 360i, told eMarketer that cross-device attribution isn’t perfect, but it is critical. He said 360i is using some third parties to tie back digital exposure to offline purchases. (Read More on Response Magazine)

Webinars – Get Your Digital House In Order Part 3

Check out our latest blog post to explain how to effectively leverage webinars in your B2B or B2C outreach strategy. We cover the key points of: